Basketball

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Rakuten House was a branded space erected in Chicago to leverage the ecommerce brand’s rights around the 2020 All-Star Weekend.

In July 2019, Nike leveraged its NBA supplier partnership and its endorser deal with Giannis Antetokounmpo to celebrate the player’s MVP award and promote the launch of his first signature shoe.

To promote the non-skid technology in its EcoSport SUV, Ford leveraged its sponsorship of Brazilian top-tier basketball by removing the sounds of sneakers squeaking on the court.

In February 2020, Hennessy leveraged its new status as the official spirit of the NBA with an integrated campaign launched to coincide with the NBA All-Star Weekend.

Nike and the Minnesota Timberwolves set new records for NBA social, web traffic, jersey sales and engagement statistics with the 2018-19 reveal campaign for the team’s Prince-inspired Nike ‘City Threads’ kit.

Spanish Liga ACB basketball club Real Madrid has signed Palladium Hotel Group as its new main sponsor

Australia’s National Basketball League has agreed a one-season extension to its partnership with ALDImobile, the exclusive mobile product of the ALDI supermarket chain.

The North American division of Japanese automotive manufacturer Nissan has expanded its partnership with the National Collegiate Athletic Association by becoming an official corporate partner of NCAA men’s b…

Fiba, the global governing body of basketball, has extended a long-term strategic partnership with Chinese multi-national conglomerate Wanda through to 2031

Features

November 2019 saw Budweiser celebrate the extension of its NBA official beer partnership with a responsible drinking campaign fronted by LA Lakers star Danny Green.

NBA sponsor American Express created an award-winning campaign during the 2018-19 season by allowing Amex members to swap their jersey for free if their favourite player switched clubs.

The NBA’s central sponsorship portfolio is worth approximately $600m (€533m) in 2019-20, SportBusiness Sponsorship has found, of which about 60 per cent is marketing fees and the remainder is licensing royalties.

To leverage its endorsement of Kawhi Leonard during the Toronta Raptor’s journey to the 2019 NBA Finals, league footwear sponsor New Balance ran a digital outdoor campaign in Toronto and San

The NBA teamed up with independent music distributor UnitedMasters to use the league’s 1.6bn fanbase as a source of new music discovery.

NBA sponsor Budweiser partnered with the National Basketball Players Association on an initiative commemorating the retirement of 13-time NBA All-Star Dwyane Wade.

Presenting the Total Health Forum with the NBA allowed Kaiser Permanente to integrate its brand with the US healthcare community and amplify that integration via digital/social extensions.

After decades of promoting NBA games with TV commercials and years of declining live television audiences, official broadcaster ESPN changed its strategy and switched to using real-time NBA footage social promos to generate FOMO and drive fans to click directly to live game coverage.

Coca-Cola’s NCAA Final Four sponsorship laid the groundwork for the launch of Coca-Cola Orange Vanilla, spreading awareness of the product in host city Minneapolis and the wider US.

When the IMG agency was acquired by WME and Silver Lake Partners in 2014, some industry experts thought its marketing services arm, IMG Consulting, would be sold off under new management

Sina is believed to have earned about $5m (€4.4m) from the top sponsor for its Golden League 3x3 basketball competition this year, SportBusiness Sponsorship understands.

In the free version of the latest interactive monthly data report, SportBusiness Sponsorship analyses the sponsorship landscape of basketball in the US and Europe.

The Spanish arm of Swiss insurance firm Zurich will pay a six-figure fee for its digital-only partnership with NBA Spain, SportBusiness Sponsorship has learned

In the latest interactive monthly data report, SportBusiness Sponsorship analyses the sponsorship landscape of basketball in the US and Europe.

Rapid decision-making was key to MGM Resorts’ successful conclusion of sportsbook deals with each of the National Hockey League, National Basketball Association and Major League Baseball last year.

US sports team and venue owner Harris Blitzer Sports & Entertainment will earn about $3.5m (€3m) annually from its first three gambling sponsorship deals, according to industry sources.

Research by SportBusiness Sponsorship into title sponsorship deals across Europe is displayed in the interactive report below.

US-based mobile lottery service Lottery.com will pay between €2.25m ($2.6m) and €2.5m

American performance bedding company Bedgear’s one-year deal as the Official Performance Sleep System Partner of the NBA’s Boston Celtics was instigated by the team’s sporting department.